Your website is often the first impression you make—and in a city like New York, you don’t get a second one.
Whether you run a creative agency in Brooklyn, a consulting firm in Midtown, or a boutique brand from your apartment in Queens, your website should be working just as hard as you are.
At Composite Global, we help brands build high-performing websites that don’t just look good—they convert. Here are six simple but powerful ways to make sure your site isn’t leaving money on the table.
1) Make Your Message Obvious
Within the first five seconds, your site should answer:
- What do you do?
- Who is it for?
- What should the user do next?
If your homepage is full of buzzwords and generic images, visitors will bounce.
Use plain language, a clear CTA, and don’t make people guess.
2) Optimize for Real People and AI
Today, search traffic comes from more than just Google.
AI tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE) are recommending businesses based on how clear, credible, and structured your site is.
This is where AX (Agent Experience) comes in. It’s the practice of designing your site so AI models can understand and summarize your content.
To improve AX:
- Use clear headings and semantic HTML
- Add internal links that connect related content
- Avoid vague or bloated language
- Include an txt file to guide AI crawlers
Read more on how AI is changing SEO
3) Prioritize Mobile (Not Just Desktop)
Over 60% of traffic comes from mobile, yet many small business sites still prioritize desktop layouts.
Make sure your site:
- Loads fast on mobile data
- Uses large, readable fonts
- Has buttons and forms that work on small screens
- Doesn’t overwhelm users with too much text at once
Mobile-first design isn’t a trend—it’s a baseline.
4) Check Your Conversion Flow
Your website should be a lead engine, not just a pretty page.
Look at your contact flow:
- Is it easy to find your contact form or booking calendar?
- Are there clear calls to action on every page?
- Are you giving visitors a reason to trust you with testimonials, logos, real results?
A few tweaks to layout, copy, and hierarchy can lead to better results without a full redesign.
Explore UX principles that drive conversions
5) Make Your Site Accessible to Everyone
Accessibility is more than compliance—it’s about expanding your reach and building trust.
A few quick wins:
- Use alt text for every image
- Ensure color contrast meets readability standards
- Make sure your site works with screen readers and keyboard navigation
- Don’t use color alone to show errors or success states
Bonus: optimizing for accessibility also helps your SEO and AI visibility.
Read how accessibility and AI go hand in hand
6) Run a Site Health Check
A beautiful site can still fall apart if the backend is broken.
Run a check for:
- Broken links or 404 errors
- Missing page titles or meta descriptions
- Slow page speeds
- Unsecured or outdated plugins (especially if you’re on WordPress)
Use free tools like Google Search Console, Ahrefs, or even PageSpeed Insights to catch issues early.
Final Thoughts
In a city this competitive, your website should do more than exist—it should perform.
You don’t need a full rebrand to see real results.
Just clean up the foundation, structure your content for humans and machines, and keep your goals front and center.
